Business

The high-tech election

Article Abstract:

The 1992 presidential campaign will feature high-technology advertising such as infomercials, toll-free telephone numbers, and mass-mailed videocassettes. The reason for switching to these techniques is that for the first time since World War II, specifically targeted voter groups will be of greater importance than mass-media advertising. For example, one recent candidate for Illinois state office advertised exclusively using videos. Amazingly, 80% of the voters who were mailed the video voted for the candidate, despite the fact that prior to the mailing, 70% of the voters were undecided.

Fast food's new reality

Article Abstract:

Fast-food chains and the pizza shops, particularly in Southern California, have been hit by a wave of consumers who have no strong brand preference. For fast-food restaurants, purveyors of food items such as burgers and tacos, this has happened because of cut-rate pricing, which has resulted in consumers' viewing these food items as commodities. For pizza shops the lack of brand loyalty has been a result of market saturation. The solution seems to be abandonment of low pricing strategies, aggressive use of coupons, and new advertising which focuses on image building.

The Hyundai syndrome

Article Abstract:

South Korean manufacturers face problems as they try to reposition their products in American markets as upscale products. Since Korean manufacturers typically market their products as budget brands, the American consumer perceives Korean products as being cheap. Further, the products often have substandard quality. This is true for a wide range of products, from Hyundai's automobiles to the consumer electronic products of Gold Star and Samsung. Hyundai, Gold Star, and Samsung are all trying to cultivate higher-quality images.